Myriad Genetics, Inc. (MYGN): Marketing Mix Analysis [Dec-2025 Updated]

You're trying to get the real picture on Myriad Genetics as we head into late 2025, and frankly, it's a tale of two businesses. On one hand, their oncology franchise, anchored by the MyRisk test showing a volume lift of $\text{10\%}$ in Q2, is solidifying their core. On the other, the GeneSight pharmacogenomics line is taking a hit, evidenced by that revenue drop of $\text{20\%}$ in Q1 after a major payer pulled coverage. Still, with full-year revenue guidance hugging $\text{\$818 million}$ to $\text{\$828 million}$ and a gross margin near $\text{70.0\%}$, the near-term action is all about promotion-driving adoption via clinical data and that new September collaboration with SOPHiA GENETICS. Let's break down the four P's to see exactly where the risk and opportunity lie for this complex diagnostics play.

Myriad Genetics, Inc. (MYGN) - Marketing Mix: Product

You're looking at the core offerings of Myriad Genetics, Inc. (MYGN) as of late 2025. The product element is all about what the company is actually selling-the tests that drive revenue and future growth.

The oncology portfolio remains a significant revenue driver, anchored by the MyRisk Hereditary Cancer Test. For the second quarter of 2025, hereditary cancer testing volume in Oncology grew by 10% year-over-year. Digging deeper, the MyRisk test specifically, when paired with RiskScore testing in oncology, saw its volume increase by 14% year-over-year in that same period.

Here's a quick look at the recent performance metrics for the key oncology offerings based on Q2 2025 results:

The GeneSight pharmacogenomic test has certainly felt the sting from UnitedHealthcare's coverage decision, which became effective in the first quarter of 2025. In Q1 2025, Pharmacogenomics revenue fell by 20% year-over-year, with the UnitedHealthcare policy change creating a headwind of $10 million in that quarter alone. Still, the product is showing signs of recovery; by Q2 2025, GeneSight test revenue was $37.8 million, and volume grew 5% year-over-year. This trend continued into the third quarter of 2025, where GeneSight test revenue reached $38.7 million, and volume growth accelerated to 8% year-over-year.

Here are the recent financial snapshots for the GeneSight test:

Myriad Genetics anchors its Women's Health portfolio with the Foresight Expanded Carrier Screen and the Prequel NIPS test (Non-Invasive Prenatal Screening). Prenatal testing revenue showed strength, growing 7% year-over-year in Q2 2025. For the third quarter of 2025, the Women's Health business delivered $85.2 million in revenue. The hereditary cancer testing component within Women's Health, which includes risk assessment programs, saw volume increase by 11% year-over-year in Q3 2025.

Key Women's Health performance indicators include:

• Prenatal testing revenue grew 7% year-over-year in Q2 2025.
• Foresight and Prequel prenatal test volumes were up 10% in Q1 2025.
• Hereditary cancer testing volume for unaffected populations increased 11% in Q3 2025.
• Women's Health segment revenue was $85.2 million in Q3 2025.

In the prostate cancer space, the Prolaris Prostate Cancer Prognostic Test saw its revenue decline 2% year-over-year in Q1 2025 but has since stabilized following National Comprehensive Cancer Network guideline updates. The product roadmap is focused on significant enhancement; Myriad Genetics plans to launch the Prolaris test integrated with PATHOMIQ's AI technology in early 2026. Furthermore, the Precise MRD (Molecular Residual Disease) test, an ultra-sensitive assay, is in late-stage development with a commercial launch targeted for 2026.

Pipeline milestones for late 2025 and beyond are set as follows:

• Launch of an expanded gene panel for MyRisk Hereditary Cancer Test is expected in late 2025.
• Prolaris test with PATHOMIQ's AI technology is expected in early 2026.
• Precise MRD test is expected to launch commercially in 2026.

Myriad Genetics, Inc. (MYGN) - Marketing Mix: Place

The Place strategy for Myriad Genetics, Inc. centers on a highly specialized, centralized model designed to support physician-ordered testing across the United States and select international markets. This distribution approach prioritizes clinical access over broad retail availability.

The core of the domestic distribution network is supported by a direct sales force of approximately 500 individuals, focused on building relationships with clinicians who order the genetic tests. This direct engagement is crucial for test adoption and proper utilization. The company continuously optimizes its sales and marketing channels by increasing digital marketing, enhancing virtual sales tools to drive efficiency, and utilizing its inside sales team.

Sample processing relies on centralized laboratory testing facilities. Myriad Genetics operates several key CLIA-certified locations to process samples received from healthcare providers across the US:

• The primary facility is in Salt Lake City, Utah, performing most of the company's tests.
• A laboratory in South San Francisco, California, handles the Foresight and Prequel tests.
• The Mason, Ohio laboratory processes the GeneSight test.

The distribution model firmly relies on physician-ordered tests, not direct-to-consumer sales for the primary revenue streams. This is supported by services that complement the provider workflow, such as access to board-certified genetic counselors for pre- and post-test patient support in over 200+ languages, available 5 days a week at no extra cost. For instance, prenatal testing revenue growth in the third quarter of 2025 reflected ongoing expansion of payer coverage, particularly for the Foresight Expanded Carrier Screen, which is ordered by the provider.

Myriad Genetics maintains an international presence to support global test adoption, though its structure has evolved. The company explicitly lists locations in Europe and Japan as part of its global footprint. While the company divested its international EndoPredict business in August 2024, it continues to service additional global accounts via indirect sales channels. For example, clinical data regarding the Precise MRD test was presented in collaboration with the National Cancer Center Hospital East (NCCHE) in Japan in May 2025.

Here's a quick view of the primary laboratory locations supporting the distribution network:

The company's strategy involves leveraging its U.S. sales force and marketing efforts, alongside those in Japan, while using indirect sales channels for other global accounts. If onboarding takes 14+ days, churn risk rises. Finance: draft 13-week cash view by Friday.

Myriad Genetics, Inc. (MYGN) - Marketing Mix: Promotion

You're looking at how Myriad Genetics, Inc. communicates the value of its diagnostic portfolio to drive adoption, especially in this complex reimbursement environment. Honestly, their promotional focus is clearly channeled through a few key strategic vectors, all aimed at embedding their tests deeper into clinical pathways.

Focus on the Cancer Care Continuum (CCC) as the primary strategic growth pillar.

The Cancer Care Continuum (CCC) is definitely the main story Myriad Genetics is telling its audience. This focus is designed to position their oncology tests, like MyRisk, across the entire patient journey, from risk assessment through diagnosis and treatment selection. This strategic pivot is meant to capture growth even as pricing pressures affect other segments. For instance, in the third quarter of 2025, the Oncology business delivered revenue of $81.8 million. Within that segment, hereditary cancer testing revenue increased 2% year-over-year, while the underlying volume saw a much stronger increase of 9% year-over-year for the same period. This volume growth is what the promotional efforts are designed to fuel.

Presenting new clinical data at major conferences like ASCO and NSGC in 2025 to drive clinical adoption.

Driving clinical adoption requires showing the data works in real-world settings. Myriad Genetics used major medical meetings to push this evidence. At the 2025 ASCO Annual Meeting, they shared data from seven new research studies, which included molecular residual disease (MRD) clinical outcome data from the MONSTAR-SCREEN-3 study. Then, more recently, at the NSGC 44th Annual Conference in November 2025, Myriad Genetics presented 11 new research studies covering oncology and reproductive genetic testing advancements. This consistent presentation of new science is a core part of their professional promotion strategy.

Here's a quick look at how they are promoting their scientific engagement:

Strategic collaboration with SOPHiA GENETICS, announced September 2025, for a global liquid biopsy companion diagnostic.

The collaboration announced in September 2025 with SOPHiA GENETICS is a major promotional point for their BioPharma services. This partnership is specifically to develop a global liquid biopsy companion diagnostic (CDx) test. This move directly supports the CCC strategy by expanding their offerings for therapy selection. The promotional reach of this collaboration is significant, as it leverages SOPHiA GENETICS' network of more than 800 connected institutions across more than 70 countries for global test deployment, while Myriad Genetics supports U.S. laboratory capabilities for clinical trials.

Utilizing digital marketing, SEM, and educational content to reach both patients and healthcare professionals.

While specific SEM spend figures aren't public, the promotion to healthcare professionals (HCPs) heavily relies on support services that reduce administrative friction. This is a key differentiator in their outreach. They are promoting access to their board-certified genetic counselors as a no-cost extension of the HCP's practice. These specialists offer pre- and post-test patient support in over 200+ languages, available 5 days a week. This service is promoted as helping to meet the rapidly rising demand for expert guidance without increasing the counselor's direct caseload. Also, the company is pushing the introduction of novel testing capabilities, like the updated MyRisk Hereditary Cancer Test expected in Q4 2025, as a direct result of their R&D and promotional focus.

• Patient identification tools based on medical society guidelines.
• Easy-to-read patient education materials.
• Unlimited post-test sessions on-demand or scheduled.
• Seamless administrative support to reduce burdens.
• MyRisk Hereditary Cancer Test volume growth in Q3 2025.

The company maintained a strong gross margin of 70.1% in Q3 2025, which supports the investment in these high-touch promotional and support activities. You can see the focus on operational efficiency supporting these outreach efforts.

Myriad Genetics, Inc. (MYGN) - Marketing Mix: Price

You know that for Myriad Genetics, Inc., the price element of the marketing mix isn't just about setting a sticker price; it's deeply intertwined with the complex world of insurance reimbursement. Effective pricing strategy here is heavily dependent on securing and expanding third-party payer reimbursement coverage. When coverage is secured, the patient's out-of-pocket cost drops significantly, making the test accessible, which is key for volume.

We saw the direct, negative impact when that coverage was pulled. Specifically, Pharmacogenomics revenue dropped 20% in Q1 2025 due to a major payer's negative coverage decision on GeneSight. That single decision meant GeneSight test revenue was only $31.0 million for that first quarter of 2025. It's a stark reminder that for Myriad Genetics, Inc., payer policy is a primary pricing lever.

Still, the company is managing its overall financial health to support its pricing structure. Here's a quick look at the latest full-year 2025 guidance and recent margin performance to give you context on the value proposition:

To help patients navigate the costs that do get passed through, Myriad Genetics, Inc. offers financial assistance programs and clear cost estimates. They are committed to making sure patients can access their tests, even when insurance coverage is limited or non-existent. You'll find they try to make the cost transparent upfront.

The company focuses on limiting patient out-of-pocket expenses through several mechanisms. If you're uninsured, have limited coverage, or face a high deductible, you have options beyond just relying on insurance. Here's what they offer:

• Clear cost estimates are sent via email or text a few days after testing for MyRisk, Foresight, or Prequel tests.
• Patients can opt out of using insurance to pay an affordable, fixed price before the test runs.
• Interest-free payment plans are available starting as low as $15 per month.
• Specific financial assistance tiers exist; for instance, a household income less than $53,300 may qualify for testing at $0 for eligible tests.
• For GeneSight testing specifically, a household income less than $106,600 might qualify for a reduced cost of $200.

Finance: draft 13-week cash view by Friday.